Top Story


Home >> Marketing >> Article

What went wrong with BJP's communication strategy in Delhi Election?

Font Size   16
What went wrong with BJP's communication strategy in Delhi Election?

After the massive Lok Sabha win, BJP and Modi-Shah duo was considered unbeatable until now. AAP’s epic victory of 67 seats out of 70 in the Delhi elections has challenged BJP’s winning streak.

Many reports and political commentators have questioned Kiran Bedi’s choice as a candidate just three weeks before the election. Reports in media have been highlighting BJP’s arrogance as an undefeatable party post Lok Sabha win. Its campaigns are described as personality-driven, relying heavily on Brand Modi.

Dilip Cherian, Founder of Perfect Relations explains, “The BJP fell into the hubris trap -- arrogance and overselling Prime Minister Modi. Though the party will never admit it, by unleashing an ad blitz centred around Modi, it turned the contest into one between Arvind Kejriwal and Modi. Also, the BJP’s negative campaigning, based more on vicious personal attacks on Kejriwal and AAP party than on deliverables did not go down well with the voters. Rather they showed up the party as one without a positive message for the voters, bent more on debasing opponents than with a constructive agenda. But the one take away for the party leaders when they sit down to analyse the AAP tsunami will probably be: hype and rhetoric cannot substitute for hard work and substance.”

Pitchfork’s  Founding Partner Jaideep Shergill echoed similar thoughts. “It’s a clear case of hubris and too much of pent up expectation. They need to put their money where their mouth is.They definitely need their communications and messaging to be resurrected,” he said.

BJP won the public mandate with the development agenda that struck the right chords with the voters. In Delhi elections, AAP followed the same agenda of development and added promise of clean politics. BJP was accused of personal attacks on AAP leader Kejriwal during its campaign trail.

“The BJP, for the first time in recent years met a party that was more cadre based than they themselves were in Delhi. The learning: get to the people and address issues,” said Harish Bijoor of CEO of Harish Bijoor Consults.

Growing dissidence among voters was evident in the margin by which BJP lost. AAP also gained on anti-BJP wave.

“Post the landslide victory in the Lok Sabha elections, I think BJP will learn that no opponent is small or weak.  Sticking to the development agenda only was the only way out to win the Assembly Elections.  Adverse comments by senior leaders was leveraged by the opponents…. This is a  big learning on key messaging,” said Paresh Chaudhary, CEO, Madison PR.

Tags BJP AAP Kiran Bedi Dilip Cherian Paresh Chaudhary Harish Bijoor

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3